Context

Pluto TV is a free, ad-supported streaming platform across web, mobile, and connected TV.

When I joined, only ~10% of viewing minutes came from registered users.

Registration was optional. The product delivered value without requiring identity, which limited personalization, CRM performance, and monetization.

My Role

Owned and redesigned the end-to-end account ecosystem across:

• Registration entry points

• QR second-screen authentication

• On-device sign-in / sign-up

• Email checkpoint

• Federated identity

• Onboarding content picker

• User profiles

• Settings

• Kids mode & parental controls

• Paramount+ convergence

This work spanned web, iOS/iPadOS, Android, Roku, Fire TV, Apple TV, Smart TVs, and gaming consoles.

Strategic Framework

We reframed identity as a system:

• Top Funnel: Make registration visible without breaking “free TV”

• Mid Funnel: Reduce cognitive load across multi-platform environments

• Retention: Make identity meaningful through personalization and profiles

Outcomes (Dec 2023 – Sept 2025)

• Registered users: 10% → 43%

• Registered viewing minutes: 10% → 57%

Deep Dive

This page summarizes the system-level story. For detailed breakdowns of individual initiatives and tradeoffs, see the full long-form case study:

→ [Read the complete system story on MarginsLog]